It's easy to think that because you have a name, logo and tag line, that you have a brand. But corporate identity is just the first step of building a brand image. The name, logo and tag line are two dimensional elements in a three dimensional world. And to become "real," to become a living, breathing, brand name, companies must possess three dimensional attributes. In other words, they must possess the same qualities that people do -- specific, consistent traits and characteristics that customers can easily identify, remember and relate to.
This is where most companies fall short. In an attempt to be all things to all people, they have no identity. They try to compete on every level... price, quality, service, selection and so on. It sounds like a good strategy but it fails nearly every time.
Read Phil's entire article Transform Your Business Name into a Brand Name
Phil Davis, our official Branding and Naming Expert
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